They never used to do that originally. I mean the sales are uninteresting now because it used to be pretty much only Steam who had these big sales, so they were a major 'event' in gaming circles, your only chance to snag some real bargains.

Nowadays there are dozens of places who sell digital games and sales are ubiquitous.

Also Steam is now like 90% 'indie' shit so you have to wade through all the shovelware crap to get to the few gems.